Stop, drop and read it out loud... your advertisement.

When trying to come up with designs or form your marketing message for the web, stop for a moment and read your web message out loud. If it takes you a while to read the message, then it takes the web surfer even longer to read on screen. Most people read messages differently on the web than they do a brochure or book. Words act like a click barrier on the web. The attention span on print is short, and even shorter on the internet. For example, "Read This" is much easier to understand than "Please Read This it's Really Important".

The difference between audiences is that your viewers on the web are often in search of a small bit or phrase of information, where as someone reading a magazine or reading a brochure is more casual in their approach. They're not in any hurry to jump to the next magazine or brochure if they don't find the information right away. A more passive approach can be used here.